Second-Hand Goes Mainstream in Greece Amid Economic Pressures

In Greece, consumers are increasingly aligning with global market trends, yet their choices are largely shaped by economic necessity. Over the past few years, second-hand shopping has become a major force in the country, according to market data.

What began as a viral trend tied to sustainability — “thrifting” among younger generations — has now evolved into a practical solution for the average consumer. Greeks are no longer hesitant to buy not only pre-owned clothes but also electronics such as smartphones and laptops.

Supported by online platforms, consumers are both selling and buying used products. But buying clearly dominates, acting as a buffer against shrinking purchasing power. The momentum is visible not only online but also in the growing number of brick-and-mortar second-hand stores.

By 2023, Focus Bari/YouGov found second-hand shopping was booming in Greece: half the population had bought used goods, and a third picked up pre-owned devices—mainly smartphones—with nearly half open to doing so.

Fresh European data from Havas Commerce confirms the trend, placing Greece among the leaders in second-hand adoption. One in two Greeks bought a used or refurbished product in the past year, ranking the country sixth worldwide — ahead of markets such as Germany and Belgium.

Greece also stands out for its culture of sharing and exchanging goods. According to the survey, 34% of Greeks have traded items with others, compared to just 19% globally, the highest rate among all 13 countries studied. Only 26% of Greeks reported no involvement in “circular” practices, well below the international average of 31%.

The numbers are also reflected in official retail data. According to ELSTAT, in the first quarter of 2025 retail trade in textiles, clothing, and footwear at outdoor markets surged by 33.4% compared to the same period in 2024. Even more striking was the 30.7% jump in sales at physical second-hand stores.

Global trade policy has played a role too. When Trump’s tariffs hit, some predicted resale platforms would benefit. Now, they’re seeing record growth, engagement, and sales as cost-conscious shoppers seek cheaper options.

“Tariffs start creeping into the consumer psyche, whether they consciously notice the prices or just fear them,” James Reinhart, CEO of resale giant ThredUp, told Modern Retail. That mindset has helped ThredUp post its best two quarters of customer acquisition ever, with new buyers up 95% in the first quarter and nearly 75% in the second.